How to write a LinkedIn profile that actually gets you found

LinkedIn is no longer optional for job seekers in Australia. It's where recruiters search, where hiring managers verify, and increasingly where opportunities find you - rather than the other way around.

The problem is most LinkedIn profiles are written like an afterthought. A job title, a few lines copied from a resume, a profile photo that's five years old. That's not a profile that gets you found. It's a profile that gets overlooked.

Here's what actually makes a difference.

Your headline is the most important line on your profile

Most people write their current job title. "Marketing Manager at [Company]." That's fine if you want to be found by people who already know your name. It's not fine if you want to be found by recruiters searching for your skills.

Your headline should contain the keywords a recruiter would type into LinkedIn search. Think about how someone would search for you if they didn't know you existed. "Digital Marketing Manager | CRM | Klaviyo | Ecommerce" will get you found. "Marketing Manager at ABC Company" won't.

You have 220 characters. Use them.

Your About section should read like a person wrote it

This is where most profiles go wrong in a different direction - they either say nothing or they sound like a press release. "Results-driven professional with a passion for delivering value across stakeholder environments."

No one talks like that. No one wants to read it.

Your About section should answer three questions simply: who are you professionally, what are you known for, and what are you looking for (if you're open to roles). Write it the way you'd introduce yourself to someone worth impressing at an industry event. Warm, specific, and honest.

Include the types of roles you're interested in and your general location. Recruiters use the About section to quickly understand if you're worth a call.

Turn on Open to Work - but do it the right way

LinkedIn allows you to signal that you're open to opportunities, either publicly (visible to everyone including your current employer) or privately (visible only to recruiters).

If you're currently employed and don't want your employer to know you're looking, use the private setting. It's not foolproof — nothing is — but it significantly reduces visibility to anyone at your current company.

If you've already left a role or don't mind it being known, the public banner is fine and increases visibility to recruiters.

Your experience section needs outcomes, not job descriptions

Same principle as a resume. "Responsible for managing social media channels" tells me your job description. "Grew Instagram engagement by 140% over 12 months through a content pivot to short-form video" tells me what you achieved.

For each role, lead with what you delivered. Numbers where you have them. Impact where you don't.

Skills and endorsements matter more than people think

LinkedIn uses skills for search ranking. If you have 15 endorsements for "Google Analytics" you will rank higher in searches for that skill than someone with 2.

Add the skills that are most relevant to your target roles. Then quietly ask a few trusted colleagues to endorse the ones they've seen you use. Most people are happy to do this if asked directly.

One thing most people don't do

Update your LinkedIn before you need it. The profiles that perform best are the ones that are maintained consistently - not rebuilt in a hurry when someone suddenly needs a job.

If you're reading this while actively searching, update it today. If you're reading this while happily employed - still update it. Your next opportunity is more likely to find you if you're findable.

Career Kit includes a full LinkedIn optimisation module with scripted examples for every section — headline, About, experience, and more. The same advice I use when preparing candidates I'm actively representing. careerkit.com.au.